mohamad amin bin md ali - core · 2020. 9. 7. · mohamad amin bin md ali a dissertation submitted...
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MOTIVATION OF VOLUNTOURISTS TO JUARA TURTLE PROJECT,
TIOMAN ISLAND
MOHAMAD AMIN BIN MD ALI
A dissertation submitted in fulfilment of the
requirements for the award of the degree of
Master of Science (Tourism Planning)
Faculty of Built Environment and Surveying
Universiti Teknologi Malaysia
JANUARY 2019
brought to you by COREView metadata, citation and similar papers at core.ac.uk
provided by Universiti Teknologi Malaysia Institutional Repository
iii
DEDICATION
Dedicated to the memory of my father, Md Ali Bin Hj Mohamad;
to my dearest parents, Hj Ramlee Bin Hj Ali & Hjh Rudiyah Bt. Budin;
to my beloved brothers and sister Azli, Radiah, Nazri and Syariffudin.
May Allah keep us in His protection.
iv
ACKNOWLEDGEMENT
All praise to be to Allah, the Most Gracious and the Most Merciful, for His
Blessing, Love, and Guidance. A Salute upon Prophet Muhammad (Peace Be Upon Him),
His family and all His companions.
Alhamdulliahirabbilalamiin, I would like to express my most sincere gratitude and
appreciation to the following people who support me in making this journey possible. I
ask Allah to reward all these people bountifully. May He continuingly bless us like He
blessed those before us; those who loved Him, and He loved them in turn. Ameen.
My supervisor, Prof. Dr. Mohammad Rafee Bin Majid who greatly guides, give
me valuable feedbacks to improve my work and encourages me in completing this study.
It is an honor to know you with all your kindness. Also, I would like to express my
gratitude to Prof. Dr. Amran Hamzah, Prof. Dr. Zainab Khalifah, Prof. Madya Dr. Hairul
Nizam Ismail, Dr. Norhazliza Bt. Abd. Halim and Dr. Syed Muhammad Rafy Bin Syed
Jaafar for their teaching and support. I wish to acknowledge the management team and
staff of Juara Turtle Project (JTP), as well as all respondents involved for giving
permission and cooperation during data collection. I would like to thank my family for
never ending support and always believing in me. Finally, to all dear friends and
colleagues who are always with me, thank you.
v
ABSTRACT
This research explains deeper on the concept of voluntourism and voluntourists
motivation. Voluntourism is categorized as alternative tourism. Voluntourism is a
tourism whereby the voluntourists search for experiences, contributing and
complementing themselves and community at a destination. Voluntourism is an
example of appropriate tourism in giving the voluntourists meaningful experiences,
contributing and making impact to the place visited. The main motivation for
voluntourists participation is the altruism, hedonism, location and finance. Previous
experiences and time changes become the factors that influence voluntourists
motivation. The research method used is qualitative method, involving 4 members of
JTP, 12 voluntourists and 2 visitors that live nearby JTP were being interviewed. The
interview was face-to-face that partially structured. The data collected were analysed
using theme categorization. The result from this research is used when considering the
voluntourists product marketing which is based on voluntourists motivation who
gained the experience from this program. The result shows that motivations include
push and pull factors whereby the voluntourists and the destination itself guide them
to the motivation to participate in voluntourism. The finding on the financial
motivation constructs the understanding of role of prices in attracting the voluntourists
involvement. Recommendations were suggested to the destination because the
destination is a pull motivation that portrays its image to the voluntourists that visit the
place. The recommendations include systematic management, refined programs and
activities, facilities and prices offered improvement and marketing strategy
improvement.
vi
ABSTRAK
Kajian ini menerangkan lebih lanjut tentang konsep pelancongan sukarela dan
motivasi pelancong sukarelawan. Pelancongan sukarela dikategorikan berdasarkan
pelancongan alternatif. Pelancongan sukarela adalah satu bentuk pelancongan dimana
pelancong sukarelawan mencari pengalaman, memberi manfaat dan saling
menguntungkan bagi diri mereka serta komuniti di destinasi yang dilawati.
Pelancongan sukarela adalah contoh pelancongan yang sangat baik, ia memberi
pelancong sukarelawan pengalaman bermakna, memberi sumbangan dan meniggalkan
kesan kepada tempat yang dilawati. Motivasi utama pelancong sukarelawan
melibatkan diri termasuklah altruism, hedonism, lokasi dan kewangan. Pengalaman
masa lalu dan perubahan masa menjadi faktor mempengaruhi motivasi seseorang
pelancong sukarelawan. Kaedah kajian menggunakan penjelasan kualitatif,
melibatkan 4 orang pihak JTP, 12 orang pelancong sukarelawan dan 2 orang pelawat
yang tinggal berdekatan JTP ditemubual secara mendalam. Temubual adalah temubual
bersemuka dengan separuh berstruktur. Data yang dikumpulkan dianalisis
menggunakan pengkategorian tema. Keputusan dari kajian ini berguna apabila
mempertimbangkan produk pemasaran pelancongan sukarela berdasarkan motivasi
pelancong sukarelawan yang mendapatkan pengalaman didalam program ini. Hasilnya
menunjukkan bahawa motivasi merangkumi faktor ‘push’ dan ‘pull’ dimana
pelancong sukarelawan dan destinasi itu sendiri membawa kepada motivasi untuk
melibatkan diri didalam pelancongan sukarela. Penemuan motivasi kewangan
memberi kefahaman bahawa harga memainkan peranan didalam menarik kedatangan
para pelancong sukarelawan. Penambahbaikan dicadangkan kepada destinasi kerana
destinasi merupakan motivasi ‘pull’ yang memberikan imej kepada pelancong untuk
hadir ke tempat tersebut. Cadangan penambahbaikan termasuklah pengurusan yang
lebih sistematik, menambahbaik program dan aktiviti, menambahbaik fasiliti dan
penawaran harga dan menambahbaik strategi pemasaran.
vii
TABLE OF CONTENTS
TITLE PAGE
DECLARATION ii
DEDICATION iii
ACKNOWLEDGEMENT iv
ABSTRACT v
ABSTRAK vi
TABLE OF CONTENTS vii
LIST OF TABLES xi
LIST OF FIGURES xii
LIST OF ACRONYMS xv
LIST OF APPENDICES xvi
CHAPTER 1 INTRODUCTION 1
1.1 Introduction 1
1.2 Background of Research 1
1.3 Problem Statement 3
1.4 Research Questions 3
1.5 Research Aim 4
1.5.1 Research Objectives 4
1.6 Scope of Research 4
1.7 Study Area 5
1.8 Research Structure 5
1.9 Significant of Research 6
CHAPTER 2 LITERATURE REVIEW 7
2.1 Introduction 7
2.2 Tourism 7
2.2.1 Types of Tourism 8
2.2.2 Tourism Motivation 10
viii
2.3 Volunteerism 11
2.3.1 Volunteerism in General 11
2.3.2 Volunteerism in Malaysia 13
2.4 Voluntourism 14
2.4.1 Voluntourism Definition 14
2.4.2 Voluntourism Motivation 18
2.5 Voluntourism Program Examples 21
2.5.1 The Mountain Gorilla Project in Uganda,
Africa 21
2.5.1.1 Vision and mission 22
2.5.1.2 Costs and Payments 23
2.5.1.3 Accomodation 23
2.5.1.4 Activities 24
2.5.2 Elephant Nursery Volunteer Project in Chiang
Mai, Thailand 27
2.5.2.1 Vision and Mission 28
2.5.2.2 Costs and Payments 28
2.5.2.3 Accomodation 28
2.5.2.4 Activities 29
CHAPTER 3 RESEARCH METHODOLOGY 31
3.1 Introduction 31
3.2 Research Approach 31
3.3 Research Design 31
3.4 Data Collection Method 32
3.4.1 Sampling Strategies 33
3.4.2 In-depth Interviews 35
3.4.3 Observation 39
3.5 Data Analysis 39
CHAPTER 4 JUARA TURTLE PROJECT (JTP) 41
4.1 Introduction 41
4.2 Juara Turtle Project (JTP) 41
ix
4.2.1 Research Location 41
4.2.2 JTP Establishment 43
4.2.3 JTP Organization 45
4.2.4 JTP Project Conducted 46
4.2.4.1 Turtle Conservation Project 48
4.2.4.2 Animal Welfare 51
4.2.4.3 Coral Reef Rehabilitation 52
4.2.4.4 Complementary Activities 52
4.2.5 Accommodation 55
4.2.6 Cost and Payment 59
4.3 Comparison between Juara Turte Project, Elephant
Nursery Volunteer Project and Mountain Gorilla
Project 61
CHAPTER 5 ANALYSIS AND FINDINGS 63
5.1 Introduction 63
5.2 Respondent Profile 63
5.2.1 Voluntourists Detail Profile 66
5.3 Voluntourist Characters 72
5.3.1 Self-motivated 72
5.3.2 Self-developed Mission 73
5.3.3 Self-actualization 74
5.3.4 Emphasized Experiences 75
5.4 Voluntourist Motivation Invoved in Voluntourism 76
5.4.1 Altruism 80
5.4.1.1 Cultural Exchange and Interaction
with Local Community 80
5.4.1.2 Desire to Contribute to Other Entities
81
5.4.1.3 Religious Involvement 83
5.4.2 Hedonism 84
5.4.2.1 Authentic Experience 84
5.4.2.2 Escapng from Daily Life 85
x
5.4.2.3 Self-improvement 86
5.4.2.4 Self-actualization 87
5.4.2.5 Self-interest 88
5.4.2.6 Egoistic 90
5.5 Expectation and Actual Experience of Voluntourist at
JTP 92
5.6 JTP as Full Factor 93
5.6.1 Location 93
5.6.1.1 Nearby to Home 93
5.6.1.2 Rural Area 94
5.6.2 Financial 94
5.6.2.1 Rate of Price 95
CHAPTER 6 CONCLUSION AND RECOMMENDATIONS 97
6.1 Introduction 97
6.2 Discussion 97
6.2.1 Voluntourist Characters 97
6.2.2 Voluntourist Motivation Involving in
Voluntourism 99
6.2.2.1 Altruism Motivation 102
6.2.2.2 Hedonism Motivation 103
6.2.2.3 Location Motivation 104
6.2.2.4 Financial Motivation 105
6.3 Recommendation for JTP Improvement as
Voluntourism Destination 105
6.3.1 Systematic Management 105
6.3.2 Refined Programs and Activities 107
6.3.3 Facilities and Prices Offered Improvement 110
6.3.4 Marketing Strategy Improvement 113
6.4 Limitation of Research 114
6.5 Conclusion 115
REFERENCES 117
xi
LIST OF TABLES
TABLE NO. TITLE PAGE
Table 2.1 “Push” and “pull” structure for tourism motivation 11
Table 2.2 Schedule of activities throughout the Mountain Gorilla
Project trip 24
Table 3.1 Sample list in this study 34
Table 4.1 Comparisons of accommodation between Juara Turtle
Project, Coconut Grove and The Barat 57
Table 4.2 Rate of price for voluntourists 59
Table 4.3 Comparison rate of price at JTP, Coconut Grove and The
Barat 60
Table 4.4 Comparison between Juara Turtle Project, Elephant
Nursery Volunteer Project and Mountain Gorilla Project 61
Table 5.1 List of respondents 64
Table 5.2 JTP respondenst 64
Table 5.3 Voluntourists Profile 65
Table 5.4 Visitors respondent 65
Table 5.5 Voluntourist motivation factors and level of satisfaction at
JTP 78
xii
LIST OF FIGURES
FIGURE NO. TITLE PAGE
Figure 1.1 Research structure 5
Figure 2.1 Concept scheme of alternative tourism 9
Figure 2.2 Elements of volunteerism dan tourism 15
Figure 2.3 Main motivation of voluntourists 16
Figure 2.4 Summary of voluntourism motivations’ factors 20
Figure 2.5 Location of Uganda, Africa 21
Figure 2.6 Uganda Tourism Map 22
Figure 2.7 The views around the project area 25
Figure 2.8 Educational activities with the locals 25
Figure 2.9 Cruising the Kazinga channel 25
Figure 2.10 Entering the gorilla tracks in the mountains 26
Figure 2.11 Observing the wildlife behind the mountains 26
Figure 2.12 Planting of green plants and conservation of green
landscapes 26
Figure 2.13 Location of Chiang Mai, Thailand 27
Figure 2.14 The Accommodation at the Elephant Nursery 29
Figure 2.15 Taking the elephants for a walk and bathe them 30
Figure 2.16 Treating baby elephants 30
Figure 2.17 Playing with and feeding baby elephants 30
Figure 3.1 Structure of the Research Design 32
Figure 3.2 Process of discovery from qualitative interviews 36
Figure 3.3 The scope of questions for voluntourists 37
Figure 3.4 The scope of questions for JTP 38
Figure 3.5 The scope of questions for visitors 38
Figure 4.1 Map of Tioman Island and Kampung Juara enlargement 42
Figure 4.2 JTP logo 43
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Figure 4.3 JTP Organization Chart 45
Figure 4.4 Briefing on introduction given to the voluntouirsts that just
arrived 47
Figure 4.5 Board meeting held every day at 5.00 pm 47
Figure 4.6 List of weekly and weekdays activities on the notice board 48
Figure 4.7 Digging nest and collecting hatching data recorded 49
Figure 4.8 Newly hatched turtles and released to sea immediately 49
Figure 4.9 Cleaning up the beach from rubbish and nearby small
islands 50
Figure 4.10 Giving the briefing about turtle life 50
Figure 4.11 Collecting rubbish along Mentawak beach 50
Figure 4.12 Patrolling using boat to other nearby beaches 50
Figure 4.13 Student program (UWC SEA) 51
Figure 4.14 Animal Welfare Centre 51
Figure 4.15 Coral reefs rehabilitation activity 52
Figure 4.16 Yoga and beach ball 53
Figure 4.17 Picnic and dinner together 53
Figure 4.18 Coral talk and recycling activity 53
Figure 4.19 Weekly and daily activities 54
Figure 4.20 Trekking and hiking 55
Figure 4.21 Couples room and meeting space 55
Figure 4.22 Three beds in couple room 56
Figure 4.23 Eight beds in dormitory 56
Figure 4.24 The Barat outdoor environment 58
Figure 4.25 The Barat interior design 58
Figure 4.26 Coconut Grove outdoor environment 58
Figure 4.27 Coconut Grove interior design 58
Figure 5.1 Voluntourist motivation factors percentage 79
Figure 5.2 Correlations between Voluntouirsts Expectation and Real
Experiences 92
Figure 6.1 Voluntourist characteristics. 99
xiv
Figure 6.2 Voluntourism motivation 101
Figure 6.3 Voluntourist motivation illustration 102
Figure 6.4 Handicapped or physically impaired newly hatched turtles 107
xv
LIST OF ACRONYMS
JTP - Juara Turtle Project
UWC SEA
VTO
-
-
United World College of South East Asia
Volunteer Tourism Organisation
GDP - National Gross Domestic Product
UNESCO - The United Nations Educational, Scientific and Cultural
Organization
xvi
LIST OF APPENDICES
APPENDIX TITLE PAGE
Appendix A Interview Questions 123
Appendix B Interview Transcription 125
1
CHAPTER 1
INTRODUCTION
1.1 Introduction
This research explains the concept of voluntourism and voluntourist motivation
in completing the activities at the voluntourism destination. The exploratory research
is to understand better why the tourists take part in voluntourism which ultimately
helps in creating new scheme for program or activities framework to increase the
tourist experience based on the voluntarist motivation. The new scheme able to fulfil
the voluntourist preference and satisfy themselves during performing the volunteering
activities.
This chapter begins with the background of study and highlights the research
fundamental. Research question and objectives are explained in the next section.
Moreover, the scope of research importance is explained briefly. Finally, this chapter
is summarised with research structure and emphasized the five synopsis contents
inside.
1.2 Background of Research
Nowadays, dynamic changes happen in tourism world whereby the tourists are
finding certain meaning during vacation, the desire for unusual leads to the new
phenomena known as voluntourism. Voluntourism attracts volunteer from all oer the
world to explore different location and geography in helping to solve the
environmental issues, development and social. Sirasoonthorn & Coren (2010) states
that voluntourist personal perception to gain experience related to environment and to
have direct relationship with local community cannot be fulfilled. This situation is
supported by Coghlan (2007) that state that “mismatch between voluntourist
2
expectations with real experience they felt can reduce the level of satisfaction,
motivation and commitment.” Therefore, decent understanding on voluntourist
motivation is important to create systematic voluntourist program in its plan and
management. Finally, this can increase the registered number of voluntourists, creating
the possibility for them to come repeatedly and receive the positive feedbacks from
the tourists.
Voluntourism industry expands since 1970s (Wearing, 2004). Both sectors
volunteering, and international tourism experienced noticeable growth at the end of
20th century (Callanan & Thomas, 2005). There are many definitions of voluntourism
(Lyons & Wearing, 2008; Wearing, 2002). Definition that always portrays Wearing's
(2001) definition was voluntourist travels based on certain reason, accomplished in
organized manner and involved in any form of contribution to the society,
environmental conservation or research in aspect of society or environment. Individual
involved in voluntourism willing to pay to travel to selected location that carries out
conservation work or any act of helping that gives benefit to society and environment.
The activities include helping the local communities or household providing the basic
need such as house, conserve and preserve the environment, or providing supports in
research field investigation related to environment or endangered animal species
(Broad, 2003; Wearing, 2001).
Voluntourism trend is increasing with wider package option based on length
and types of activities that gives more tasks to the voluntourist compared with
conventional tourism and needs more attention whether it is the best tourism. Wearing
(2001) states that conventional industry able to be better if voluntourism thoroughly
takes over and incorporate with the existing tourism. Callanan dan Thomas (2005)
states that Volunteer Tourism Organisation (VTO) has tendency to scrutinize and
improve the destination and tourism project to attract more volunteers.
Voluntourism research is not new, yet research on voluntourism that focus on
the explanation of voluntourist motivation in conservation is still scarce, specifically
in Malaysia context and generally in Asia. Thus, this research fills in the gap by
identifying the voluntourist motivation toward volunteering conservation activities.
3
1.3 Problem Statement
Voluntourism has been developing since 1970s (Wearing, 2004). In 21st
century, the growth of both sectors is noticeable and parallel between volunteering and
international tourism (Callanan & Thomas, 2005). This combination of volunteering
and international tourism has result the increasing establishment of voluntourists.
People with desire in voluntourism are willing to pay to travel to certain location to
gain meaningful experience and contribute to the area. Programs and activities
framework shall include the voluntourist motivation and desire to attend to accomplish
the task. The weakness in programs and activities framework could cause the
voluntourist involved in voluntourism experience dissatisfaction. Voluntourism
destination becomes better if voluntourist motivation is parallel with the conservation
project.
Most of researches focus on voluntourism benefits but lack in aspect of tourist
motivation in doing especially in Eastern countries. This statement is supported by Lo
dan Lee (2011) whereby in the past decade, a few researches were conducted in
voluntourism. However, all researches concentrate to Western countries. This is
because most of the voluntourism programs are from the Western communities.
Jonuskyte (2012) also mentioned that research that offers experience to tourist based
on motivation is still lacking. Therefore, it inspires the idea to explore and explains the
tourist destination framework integrating the programs and activities with voluntourist
motivation.
1.4 Research Questions
This research answers the followings questions:
1. What is voluntourism?
2. What are the voluntourist characteristics?
3. What is the voluntourist motivation?
4. What are the factors that attract voluntourist to involve in voluntouris program?
4
5. What are the factors that attract voluntourist to JTP as the voluntourism
destination?
1.5 Research Aim
This research aim to review the voluntourist motivation go to the voluntourism
destination at Juara Turtle Project, Tioman Island.
1.5.1 Research Objectives
There are three objectives:
a) To understand the voluntourism concept and relationship with motivation,
b) To identify the voluntourist characteristics, and
c) To improve the factors that attract voluntourist involved in voluntourism
program at JTP.
1.6 Scope of Research
In understanding the voluntourist context, this research intent to evaluate the
voluntourist motivation, particularly in Malaysia, in voluntourism program that help
in environmental conservation. This research includes the comprehension on the
importance of voluntourist motivation in shaping an improved voluntourism program
in the future.
Next, this research focus on voluntourism in JTP which has been handling
nearly 10 years of work in conserving turtle at Kampung Juara, Tioman Island.
Besides, recognizing and reinvestigate activities and programs during JTP were
conducted to help in identifying strengths and weaknesses of voluntourism program
that was carried out at the area.
5
1.7 Study Area
This research was conducted at Juara Turtle Project (JTP), in Tioman Island.
Tioman Island is located outside of east coast beach in Malaysia’s Peninsular and part
of Marine Park Malaysia. The rocky geography, filled with premier forest, sandy beach
and beautiful coral reef makes it one of the popular destination vacation among the
domestic and international tourist. The tourist facilities begin from small scale budget
local chalet to large scale of a few luxury beachside resorts. Kampung Juara is the only
village in the east coast island. It spreads along the sandy bay more than 2 km and
divided to north of Juara beach and south of Mentawak beach.
1.8 Research Structure
Figure 1.1 Research structure
Figure 1.1 shows five stages of framework to conduct the research. Preliminary
stage 1 and 2 is the research literature reviews that involved the identification of
6
research problem statement, summary of research questions, objectives and literature
review.
Stage 3 is the primary and secondary data collection.
a) Primary data – Interview conducted at Juara Turtle Project, Tioman Island. The
sample for this research is targeting voluntourist that attend to do the
conservation activity. It is conducted informally with semi-structured interview
by preparing the structured questions and answers are open-ended.
b) Secondary data – Information gathered from multiple sources such as books,
articles, journal and internet.
Next, in stage 4, research analysis was carried out based on the objectives and
scope of research and the results are used in stage 5 in findings and synthesis process.
1.9 Significant of Research
This research offers important contribution in tourism industry for academic
and practical for improvement in voluntourism project.
From academic perspective, this research contributes in broadening the body
of knowledge on voluntourist motivation involved in voluntourism. Identified
voluntourist motivation is used to establish the voluntourism programs and activities
that suits or parallel with the presented voluntourist motivation.
From practical perspective, this research provides guidelines in voluntourism
industry for management enhancement and suitable marketing including increasing
the voluntourist satisfaction. This situation able to increase the product and attraction
of voluntourism because it helps in preparing relevant events, programs or activities
in the future.
117
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